Bonus: 257 Magazines Overdelivered on Circ Guarantees During Second Half
Just 27 missed rate base.
As we found out definitively this week, the consumer magazine industry felt the brunt of the U.S. economic meltdown at the newsstand during the second half of 2008. As we reported, a staggering 355 magazines tracked by ABCâ€”some 75 percentâ€”saw their single copy sales decline between June and December. (Just 116 managed to increase sales at the newsstand.)
There was one major bright spot for publishers, however. Some 257 magazines overdelivered on their rate base guarantees to advertisers, while just 27 missed them.
This is good for those vying against television for bigger slices of marketersâ€™ advertising budgets.
â€śWith TV guarantees, under delivery is the norm,â€ť Jack Hanrahan, publisher of the newsletter CircMatters, wrote in the latest edition. â€śDeficiencies of [5-to-10 percent] are not unusual. Makegood spots provide the missing advertising weight but the weight usually falls outside of the weeks when the rating points were desired.â€ť
But giving advertisers too large a bonusâ€”like Game Informer, which distributed, on average, of 1,217,598 more copies per issue than it guaranteedâ€”can be problematic, and smacks of missed revenue.
Here are the top 10 over-and-underachievers during the second half, according to the Audit Bureau of Circulations.
|BH+G: American Patchwork||293,918||250,000||43,918||17.57%|
|Soap Opera Weekly||169,674||225,000||-55,326||-24.59%|
|Today's Health & Wellness||137,902||175,000||-37,098||-21.20%|
|Life & Style||472,158||550,000||-77,842||-14.15%|
|PGA Tour Partners||483,183||525,000||-41,817||-7.97%|
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